the worst dollar-on-dollar loss — $23.1 million ( 13. 5
percent), a contrast to results from the same quarter a
year prior when it claimed top dollar-gainer honors. The
“Multiple Category Ad” saw the greatest percentage loss
in 4Q 2010, dropping 86.1 percent ($3,237,700).

Cable Claims the Upper Hand

Only one of the five outlets of media distribution
posted gains in the fourth quarter. Cable TV continued to expand its dominance in the market as the sole
outlet to see an increase, albeit a slight one of just 1. 5
percent (about $12 million). Spot TV suffered the worst
dollar and percentage losses of $13.1 million and 28. 2
percent. Though Network TV also dropped 2. 5 percent
($662,200), the outlet increased its percentage of media
distribution in the market by 0.4 percentage points.

The total number of short-form DRTV campaigns
aired in 4Q 2010 dropped by 182, a 12.6-percent decrease when compared to 4Q 2009. However, the average money spent on a campaign — both within and
outside the top 40 — jumped to encouragingly high
numbers. The average amount spent on a campaign
based on the total increased 10. 9 percent ($87,974.10)
to $810,764.51, the third highest recorded since 2005.
The average money spent on a campaign outside the top
40 took top honors, jumping 18 percent to $419,382.40,
the highest total on record since 2005.

Bouncing Back to Billion Dollar Mark

The top 40 campaigns accounted for 50 percent($513 million) of 4Q 2010 totals, with the top 10 cam-